PC Partner, the parent company of Zotac, Inno3D, and Manli, expects the graphics card shortage to worsen further in the second half of 2026. According to the company’s semi-annual report published on August 16, this is due to persistently rising prices for graphics memory, which are directly impacting the cost of complete graphics cards. Ironically, the entry-level segment is being hit the hardest—that is, precisely the cards used in most gaming PCs.
In short: PC Partner expects “significantly higher costs for graphics cards” in the second half of 2026 because graphics memory is becoming even more expensive. In the first half of 2026, the group’s graphics card sales plummeted by 18.4 percent, while average selling prices rose by 10.7 percent. This is due to a global memory crisis that is also reportedly forcing Nvidia and AMD to raise prices.
What PC Partner specifically states in its half-year report
In its report, PC Partner refers to “continually rising prices for graphics memory” and consequently anticipates “significantly higher costs for graphics cards.” The warning is particularly clear regarding the entry-level segment: There, the Group expects “more severe shortages and, as a result, rising average selling prices.” The report does not cite a specific cause for the GPU and memory shortages, but emphasizes that the supply bottlenecks are affecting the entire industry, not just individual manufacturers.
This statement carries significant weight because PC Partner is not just any supplier, but one of the world’s largest graphics card manufacturers. Zotac itself manufactures exclusively using Nvidia GPUs, while Inno3D and Manli are primarily active in Asia and Europe. When the parent company publicly includes such a warning in a half-year report, it is not a PR statement but a message to investors.
Figures from the first half of 2026
It is interesting to note that PC Partner generated more revenue despite declining unit sales because prices per card rose sharply. Here is an overview of the key figures from the report:
| Key Figure | Change H1 2026 |
|---|---|
| Graphics card sales (units) | -18.4% |
| Average selling price (total) | +10.7% |
| Revenue from the Graphics Cards Segment | +3.1% to approximately 655 million euros |
| High-end segment: Unit sales | -38.4% |
| High-end segment: Average price | +181% |
For comparison at the corporate level: PC Partner’s total revenue across all divisions rose by 1.5 percent to the equivalent of approximately 820 million U.S. dollars, while net income actually doubled to about 69.5 million U.S. dollars. Selling fewer cards at significantly higher prices can still result in a better bottom line. For buyers, however, this isn’t good news: The numbers only add up because they have to dig deeper into their pockets.
Why are graphics cards becoming scarce in the first place?
The cause lies not with the GPUs themselves, but with the graphics memory. GDDR and HBM memory chips are produced on the same manufacturing lines as the DRAM required by data centers for AI servers. Because demand for memory for AI infrastructure has been skyrocketing for months, graphics card manufacturers are suddenly competing with cloud providers for the same memory chips—and with significantly less bargaining power.
Several international trade publications are independently reporting on the same trend: According to Tom’s Hardware, AMD plans to raise its graphics card prices by at least 10 percent in 2026, directly attributing this to the ongoing DRAM crisis. According to several reports, Nvidia is also planning earlier price increases for 2026.
Entry-level segment under particular pressure
What’s striking about the warning to PC partners is that, of all things, the budget cards are expected to suffer the most. This aligns with reports from other manufacturers: Growing shortages are also being reported for budget GPUs in the RTX 5060 range or comparable AMD cards, while higher-margin high-end models are apparently being prioritized for supply. This is understandable from the manufacturers’ perspective, but for anyone looking to build an affordable gaming PC, it’s the exact opposite of good news.
What does this mean for buyers?
A blanket buying recommendation cannot be derived from a mid-year report, but the trend is clear: Anyone who needs a new graphics card in the foreseeable future should keep an eye on price trends in the coming weeks rather than wait for prices to fall. The latest statements from PC Partner, combined with reports of price increases from AMD and Nvidia, suggest quite the opposite.
Conclusion
PC Partner’s warning is more than just a footnote in an annual report. When one of the world’s largest graphics card manufacturers publicly warns of “significantly increased costs for graphics cards” while simultaneously showing that it generated more revenue in the first half of 2026 despite selling fewer cards, that’s a clear signal for the entire industry. Graphics card prices are more likely to rise than fall in the coming months, and the shortage is hitting entry-level models the hardest of all. Anyone planning an upgrade should keep this trend in mind.
